Green Consumption Values and Consumer Purchase Intentions on P2P Platforms

Manuscript type: Research paper Research aims: The purpose of the study is to investigate the relationship between green consumption values (GCV) and consumer purchase intentions on peer-to-peer (P2P) platforms using age as moderating variable, as well as to fill the gaps in research using the theory of consumption values to support sustainable resale behaviour (SRB). Design/Methodology/Approach: To solve the research questions, the researchers used a convenience sampling technique to gather 491 responses from a cross-sectional survey. The researchers adopted structural equation modelling (SEM) to test the suggested framework. Research findings: The result show that entertainment, procreative, communal benefit, and activist values significantly and positively impact consumers’ GCV. However, economic and applied values have a negative effect on GCV. GCV intercedes the link between specific consumption values and SRB, and age moderates the link between context-specific consumption values and consumers’ GCV. Theoretical contribution/Originality: The researchers introduce sustainable consumer behaviour that has not seen a lot of attention in prior research, and GCV, which encourages pro-environmental consumption. The researchers also introduce the age factor to P2P platforms. Practitioner/Policy implications: The study identifies other values apart from purchase value and resale value, and offers the opportunity to segment both buyers and resellers. Research limitation/Implication: The research only focuses on a single dimension of consumer ethical values, which are GCV related to SRB.